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How to brief an advertising agency for best results ?


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Discover the key points for a successful brief to advertising agencies !

Published in: Marketing
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How to brief an advertising agency for best results ?

  1. 1. MARKETING STRATEGY How to brief an advertising agency for best results ? 1
  3. 3. ANSWER THE BELOW QUESTIONS 1/ What’s your target ? 2/ What’s your business objectives ? 3/ What’s your budget ? 4/ What’s your timing ? 5/ What are the fixed requirements ? => 5 core ingredients 3
  4. 4. 1/ SELECT THE TARGET • Select your audience. It will help to define your message End users Retailers For installers : 4 • Product benefits • Utilisation guide • Technical information • Installation guide • How it will help to increase the sales Installers
  5. 5. 2/ DETERMINE YOUR BUSINESS OBJECTIVES • What are you trying to solve with this project? => Define the main message. Ask yourself the question : what’s the main thing you want your target to remember ? 5
  6. 6. 3/ ALLOCATE THE BUDGET • Contact 2-3 agencies, ask an estimation and compare the prices and the proposals. Don’t always choose the cheapest ! • Refer to a similar project to determine if the quotation is fair • Option : tell what you want to spend, and assess what the agency can deliver for that price 6
  7. 7. 4/ DEFINE THE TIMING - 1rst thing to do : ask the agency if they have time. If no, ask someone else. For something very creative, give the agency some time ! - Fix the deadline and leave a couple of days as margin (in case of !) - Consider you need time for revision. Plan from one day to one week for it. - For a long project, in addition to the deadline your timeline will include any milestones you'd like to complete before a certain date. => List the different steps and the persons involved and draft a board => thus you won’t miss any key step ! 7
  8. 8. 4/ DEFINE THE TIMING (2) Tasks Timeling Person in charge Comments Briefing agency –ask for estimative budget Day 1 Project leader Receiving budget and creative proposals Day 7 Leave time to the agency to enter your world Choice of the agency. + Giving complete info (data, texte, pictures, ..) Day 10 Project leader + board Check if it matches to your brief. Share your opinion with your manager. For a cover you tell other people in order to make sure it could be understood easily by everyone. Giving the final work for revising Day 40 Project leader + manager Take time to check each text and picture ! Giving final pdf Day 47 Project leader + technical staff Printing Day 49 Example of tasklist for a catalogue. Then adapt to your specific project ! 8
  9. 9. 5/ Share the fixed requirements - Give exact wording for product description, titles, unique selling points…. - Match the corporate identity and style guide - Leave room for creativity to achieve the objectives in an unexpected ways - Write your brief and discuss by phone to make sure everything is clear 9
  10. 10. 5 SUCCESS INDICATORS FOR A SUCCESSFULL BRIEF • Clarity • Opening door instead of closing • Written format + verbal presentation • Budget and timing under control • Objectives completed 10
  11. 11. Pauline Sayet 11 Product manager